Custom research shows marketers
what new movers are buying, what’s
influencing their purchasing decisions,
and how to take action
2016 New Mover Report
We understand what moves people.
For more than twenty years, Epsilon has
compiled and analyzed the trends of new
movers. Our custom research helps marketers
understand new movers’ lifestyles, attitudes
and behaviors, so they can connect with them
on a deeper level.
According to the U.S. Census Bureau, 11.6% of the population moved
between 2014 and 2015.1
The average American household moves every five
to seven years and can expect to move an average of twelve times during
Those households typically spend $9,000 on goods and services,
new credit cards, financial products and insurance products.3
In fact, a recent
Zillow survey found that 21% of movers spend $10,000 or more on products
and services as a result of their move.4
Getting in touch with households in the
weeks and months around the move is a lucrative opportunity for brands to
introduce their products to prospective customers, extend their relationships
with existing customers, and capture their share of move-related spending.
12%of Americans move every year
The average household moves every 7 years
A household that moves typically spends $9,000
on goods, services, financial and insurance products
For our custom research, we surveyed 740 households that had recently
moved to gain deeper insight into their moving-related purchases and
services, sources of information influencing these purchases and services,
and the timing of their decisions.
3 2016 New Mover Report
New movers’ top three sources of information about companies and services
are: personal contact with the vendor (driving around the neighborhood or visiting
companies), friend and family referrals and internet searches. Marketers need to
tailor strategies, messaging and channels to complement and capitalize on these
Nearly three-quarters of new movers make major move-related purchases
(furniture, electronics and appliances); the target window to influence these
decisions is two months before the move and two months after.
Many new movers are cutting the cord from landline to mobile phone only,
particularly in the younger demographic. Some are also walking away from cable,
satellite and wired TV. Marketers have a finite window to influence this decision-
-within three months prior to the move. There are also opportunities for loyalty
In today’s omnichannel environment, new movers use many different
channels for information gathering and decision-making. Marketers need to be
active across channels and optimize their channel mix to the demographic base
they are targeting.
Epsilon offers a range of products and services to capitalize on new
movers’ attitudes, behaviors and trends: Target NewMover, Target PreMover 2.0,
Market Trend propensity models and digital services.
We uncovered several insights essential to every marketer’s
strategic plan to target new movers:
Nearly three-quarters of new movers (71%) report making a major move-related purchase. Like last year, furniture
topped the list (51%), followed closely by appliances (48%) then electronics (29%). More than 60% of these
purchases were made after the move, with the bulk of these made in the two months after moving (56%). The
biggest influence for these purchases was visiting a company/business in person (43%). This was followed by
internet searches/websites (22%) and recommendations from friends and family (10%).
Contacting new movers just before or within the first two months after their move is critical. Your visuals and
messaging should promote convenient location and focus on incentives for an in-store visit.
2016 New Mover Report
Approximately one-third (37%) of the new movers surveyed report using
a moving company. This was more prevalent for those over 50 (45% vs
23%) and for smaller households. The majority (74%) started looking for
a moving company within two months of moving date (27% less
than one month, 47% one to two months before). Their biggest
influences were recommendations from friends and family
(24%), internet searches/websites (23%) and calling a
Just over a quarter (28%) of new movers report using a storage facility. Most (62%) started looking for a
storage option within two months of moving date (33% less than one month, 30% one to two months
before). Their greatest influences were internet searches/websites (30%), visiting a company/business
in person (18%) and recommendations from friends and family (15%). A very small number of
new movers (5%) used a storage option on their property (e.g., Pods).
To maximize new movers’ use of the internet, make sure your website is SEO optimized, that locations
and phone numbers are prominently displayed, as are strong calls to action (CTAs). Your cross-channel
campaigns should promote brand awareness with CTAs that drive traffic to the site in time for new
movers to make a purchase decision. Display ads and retargeting are another consideration.
To capitalize on the friends and family angle, make it as easy as possible to share your products and
refer your brand across all channels. Create a cross-channel referral campaign using in-store signage,
direct mail and email. On your website and emails, emphasize social share icons and refer-a-friend
buttons and promote online reviews and testimonials.
Major purchases made for current home
More than half of new movers indicated shopping at a different grocery store (68%), but nearly half of
those were the same brand but different location. The vast majority made grocery-related decisions
in the two months after moving (70%). Their biggest influences were visiting a company/business in
person (29%), driving around the neighborhood to see what’s available (29%) and recommendations
from friends and family (16%).
Personal contact at the right time is key to winning over the shopping cart. Target new movers right
at the time of move, since 70% select their grocer in the two months after move. Also, consider
re-mailing consumers in the few months following move when the window is wider for discovery of
new shopping locations. Your creative should promote convenient location and focus on coupons for
an in-store visit.
2016 New Mover Report
The majority of new movers (60%) have eaten at a casual sit-down restaurant near their home
(that they had never eaten at before). Again, personal contact is the biggest influence: new movers
reported driving around the neighborhood to see what’s available (29%), recommendations from
friends and family (27%) and visiting a company/business in person (20%).
Again, these new movers want to see and experience for themselves by exploring their new
neighborhood and visiting restaurants in person. Your messaging should promote convenient
location, focus on incentives for a restaurant visit, and make friend and family referral incentives
compelling and easy to use.
Most new movers reported visiting a pharmacy/
drug store since moving (86%). Many (65%) went
to a different pharmacy, but 38% of this group
stayed with the same brand but at a different
More than half of new movers (59%) stayed
with their current doctor/physician following
the move. A quarter got a new doctor, while
12% were still looking. The bulk of physician-
related decisions were made after moving:
67% in the two months after moving and 12%
in the three to six months after moving. The
greatest influences for new doctors were
recommendations from friends and family (29%),
checking insurance company’s website (22%),
calling insurance company for information (14%)
and online information (14%).
Moving is an optimal time for physicians to build relationships with new patients/customers.
Marketers should consider multiple touchpoints for the six month period following a move when
most decisions are made. These should include friends and family referral messaging, as
well as push to website containing robust practice, contact information, and easily accessible
Change of services/utilities
The majority of new movers (58%) only have a mobile phone, while more than a third (38%) have both a landline and
a mobile phone. Of the 58% with mobile phone only, 34% had a landline prior to moving. A majority of this group
(63%) made the decision to eliminate the landline within three months before the move.
Cable TV covers the majority of television services used (51%), followed by Netflix (31%) then Satellite TV (24%).
As expected, Netflix or other internet streaming services have greater usage among younger responders (57% of
households where responder age was 18-39). About one quarter of responders over 50 also indicated Netflix/other
streaming was used. Of the 18% who do not have cable, satellite or wired TV, 46% did have one of these services prior to
moving and nearly half decided to cancel their service within one month before the move.
2016 New Mover Report
There is a window of opportunity pre-move to keep these movers from ”cutting the cord”. Messaging to
existing customers should affirm their decision to stay with the current provider. For competitors’ clients, this
is a prime opportunity to target with competitive offers and to tout service/product benefits.
Cable TV or Satellite TV or Wired
(e.g. FiOS, U-verse) (Net) 82%
Cable TV 51%
Satellite TV 24%
Wired (e.g. FiOS, U-verse) 11%
Netflix or Other internet
streaming service (Net) 36%
Other internet streaming service 12%
New movers’ current television services
Other television services 6%
Do not have any television service 5%
Moving related sources, influences and attitudes
To get a better understanding of influences on move-related purchases and
services, we asked respondents, “If you could only pick one source, which had
the biggest influence?” for the following products and services. The adjacent
chart summarizes the results.
2016 New Mover Report
Offers that go to new movers should focus on getting them in the door. Invite them in while they explore the
neighborhood and highlight the convenience of location (vs x% off offers). Develop creative that makes it easy to
“refer a friend” since asking friends and family is so prevalent.
and banner ads)
Top influences on moving-related decisions
Attitudes about information sources
When thinking about moving-related sources, not surprisingly, the internet is a
leading information source due to its speed. This was followed by a preference for
talking to someone in person to ask specific questions.
2016 New Mover Report
Again, in-person contact was important to new movers, reinforcing that marketers need to drive and enable
personalized connections. Websites should include a Live Chat capability and/or promote an easy way to reach
a live customer service representative on the phone. For those movers who keep move-related information to
reference, consider creating a tangible reminder such as a reference card or refrigerator magnet with contact
The perception that online information is more helpful than info received in the mail presents an opportunity
for direct marketers. Re-evaluate your DM messaging to determine: Is it relevant? Is it addressing new movers’
needs and concerns? Does it tie-in to what you are saying in the digital channels? Is there a strong call-to-action?
Online and direct channels should complement each other in your marketing strategy.
than what I
“I kept move
to refer back
to when I was
to talk to
“I used the
it was the
New movers strongly agreed or somewhat agreed with
the following statements:
To mail or not to mail?
2016 New Mover Report
Attitudes about mail
The majority (69%) of new movers agreed that they enjoy checking the mailbox for postal mail and 41% pay
more attention to information received by postal mail than if it was received by email. Nearly a third (31%)
felt that move-related information received by mail was the most convenient to read, and 18% felt that move
related information received by mail was more trustworthy than information online. Clearly, direct mail is a
lively and active channel. Its numerous benefits include tangibility, a proven high open rate, and the ability to
drive measurable and consistent results.
Marketers need to optimize their direct mail messaging and cadence.
Attitudes about email
The majority (72%) of new movers felt that they receive too many emails in one day and even more (75%)
receive many emails that they don’t open. While nearly half (44%) of new movers felt that move-related
information received by email was the most convenient to read, the email inundation factor seemed to
outweigh the convenience factor.
Given the large volume of emails consumers are receiving, marketers need to stand out in the inbox by
remaining highly relevant to the consumers they’re targeting. Make sure to test subject lines, stick to the
fundamentals of good email design, and promote relevant offers.
I enjoy checking
the mailbox for
2016 New Mover Report17
Make your next move with Epsilon
By anticipating move-related buying behavior, marketers can tailor their messaging and capture a larger share
of wallet from the tens of millions of movers every year. Epsilon offers several data and analytic solutions
specifically designed for this purpose.
2016 New Mover Report17
Target PreMover 2.0
Target PreMover 2.0 leverages our vast consumer data to help target the best households that are most likely to
spend in the months leading up to their move. Households consider the following in their pre-move timeframe:
renewing or establishing cable, internet and satellite service, new insurance, new mortgage, home security,
shopping—online or offline—for new home furnishings. With Target PreMover 2.0 you can accurately target those
households with a move on the horizon and market to them with relevant messages and timely offers.
Use Target NewMover data to out-market your competitors by targeting new movers at their peak buying time:
>> Over 1.3 million monthly new movers
>> Up to 400,000 weekly new movers
>> Multiple source types
>> Used across industries for brand recognition and introduction of services to consumers new to
a local area
Market Trend models
Epsilon offers propensity models such as Cable Bundle (cable, internet, home phone), Cord Cutters, Satellite
Bundle (satellite, internet, home phone, wireless phone), Cable TV Premium Subscribers, VoIP Landline Phone
Users, Wired Line Video Connectors, and Wired Service Owners which may be helpful when used in conjunction
with the Target NewMover product. For retail purchases that happen before the move we offer Web and Brick &
Mortar Viewer/Online Purchaser, Web Surfer/Brick & Mortar Purchaser, and Frequent Mobile Purchasers models
to hone in on movers’ shopping preferences.
But that’s not all. We fuse data, technology, creative and media to connect with your customers in
the moments that matter to get the results your brand needs.
We step into your customers’ lives and see
things as your customers see you
We make smarter more effective connections
between your brand and your customers
We understand your customers’ lifestyles,
attitudes and behaviors, and connect with
them on a deeper level
Insights & strategy
We engage customers with fresh intelligent
creative that connects them to your brand at
an emotional level
We source and select the right media, so you
know your’re reaching your audience in the
We make it all work together - seamlessly
Integration & implementation
Epsilon’s Target NewMover file was used to select U.S. households whose move was reported in the October
2014 to October 2015 timeframe. Epsilon’s proprietary consumer panel was used to invite households
to complete a customer survey on the topic of moving experiences. The data was collected from 740
households from November 13 to November 23, 2015. Results are shown for the total sample and/or by
Responders were split in their role of purchasing household products and services, with about half being the
sole decision-maker on household purchases and the other half sharing the decision with someone else.
They were also fairly evenly split between owners (45%) and renters (55%). More than half stayed fairly local
in their moves: 25% in the same city, 23% in the next city over and 8% in the same neighborhood. Of those
who moved further, 25% went to another state and 18% were further away, but in the same state.
Responders had lived in their current home for various lengths of time: 56% had lived in their current home
for fewer than 6 months and 44% for 7-11 months. The responders were overwhelmingly female (82%), 50+
years of age (64%), and married (58%). The average household income among responders was $60K, with
10% qualifying as high-income families earning $100K or more.
Demographic segmentation of the survey responses uncovered the following trends:
>> Those under 50 are more likely to use online sources such as internet searches, websites and online
reviews when making move-related purchase decisions.
>> Those over 50 are more likely to favor people sources and word-of-mouth by visiting a company or
business in person and asking friends and family for recommendations.
>> Those with a higher income (defined as $100K+) were also more likely to favor visiting a company or
business in person.
>> Interestingly, although those under 50 were more likely to rely on online sources, more respondents
under 50 (than over 50) agreed with the sentiment ‘Move related information received by mail was more
trustworthy than information online’, indicating that direct mail still plays a powerful role in influencing
this younger demographic’s decision-making.
1. U.S. Census Bureau Current Population Survey Annual Social and Economic Supplement, 2015. http://www.census.gov/
3. Epsilon 2012 Epsilon New Mover Report